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In Brief

The store encourages children to build their own cities of the future, providing interactive areas where kids can learn about modern architecture and environmental impact

As China’s growing economy now stands as the world’s second largest, many brands and retailers are focusing on building a foothold in the country. Denmark-based toy company Lego has recently made a point of growing in the Chinese market by opening its first flagship store to feature an interactive play area.

The store, which opened in late September, is located in Shanghai on China’s east coast and features a city skyline made up of four million Lego pieces. Kids who visit the store can play with the bricks and learn at the same time. The interactive area “encourages the building of creations that reflect urban challenges including harmony with nature, renewable energy, modern architecture and cultural heritage.”

Lego is rapidly advancing its footprint in China. Within the last four years, the brand has built two flagship stores and a Legoland, with plans to open a second theme park in 2022. Now that the Danish toy manufacturer has worked its way into the Chinese market, it hopes to continue to sustain growth there. The new store is located in Shanghai’s People’s Square.

As China’s growing economy now stands as the world’s second largest, many brands and retailers are focusing on building a foothold in the country. Denmark-based toy company Lego has recently made a point of growing in the Chinese market by opening its first flagship store to feature an interactive play area.

The store, which opened in late September, is located in Shanghai on China’s east coast and features a city skyline made up of four million Lego pieces. Kids who visit the store can play with the bricks and learn at the same time. The interactive area “encourages the building of creations that reflect urban challenges including harmony with nature, renewable energy, modern architecture and cultural heritage.”